Wednesday, June 19, 2024

Coles makes dinner ‘quick and easy’  

Coles has relaunched its What’s for Dinner campaign with new “quick and easy” dinner recipes starting from $5 per serve.

According to a Coles survey, between 55% and 60% of respondents rate “make it easy” as their key need during dinner time. 62% think about dinner preparations on the day.  

With this in mind, the retailer says it’s continuing to help customers get “quick, easy, and delicious food on the table in a flash”.

All 20 of the new What’s for Dinner recipes are said to take 30 minutes or less to cook and use no more than five ingredients. They cost between $5 to $8 per serve to feed a family of four.

Liquor pairings

Coles has also introduced “clever liquor pairings” for the What’s for Dinner recipe selection. These will be featured in the Coles catalogue, Coles magazine, and at Coles Online.

Every Friday for the first month of the campaign, customers can enjoy “quality” beverage pairings “carefully” chosen to work with the flavours of the recipes.  

Campaign content

Customers can watch the campaign “come to life” with Coles’ new content creator series.

Produced by Melbourne-based creative agency Tiny Disco, Coles partners including Rebecca Harding, Flex Mami, Jeff Van De Zandt and Coles ambassador Brent Draper showcase “just how easy and delicious the What’s for Dinner recipes are through engaging, easy to follow social videos”.

Customers, according to Coles, will also be inspired through TVCs and radio advertising produced by marketing communications agency Big Red, and in-store recipe cards.

Coles Chief Marketing Officer Lisa Ronson says making life easier for customers by providing solutions to help feed their families using fresh, quality ingredients is part of the retailer’s commitment to helping all Australians live healthier, happier lives.

“We know that as we progress into the new year and there is a renewed focus on the household budget and back to school and work, our customers are looking for great value and they are prioritising meals that are quick and easy to make,” she says.

“Our latest What’s for Dinner campaign reflects the needs of our customers and provides them with tools to plan healthy meals across the week, using quality ingredients that are affordable, too.

“With 20 new recipes and over 100 What’s for Dinner recipes all available and shoppable in-store and at Coles Online, we’re providing customers with more choice than ever before.”

The 20 new recipes are included in this month’s Coles magazine providing five-day meal planners for four weeks.

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